How to become a sponsored athlete

Q: "How do you go about getting corporate sponsorships? I see many people on Facebook who are either sponsored athletes or athlete ambassadors. Thanks!" — Sarah K., League City, Texas

A: As participation in triathlons continues to rise — it is one of the fastest growing participation sports in the U.S., with, according to USA Triathlon, "more than 1.4 million triathletes participating in two or more triathlons in 2011," — so, too, does the number of athletes who are sponsored by companies looking to reach their target audience and increase their product visibility and market share.

Though I have been competing in triathlons since 2007, this is my first year as a sponsored athlete, having partnered with Xterra Wetsuits, SLS3, and the StrongHope Foundation for the 2014 season.

While every athlete's journey to sponsorship varies, most companies are looking for several key components when selecting athletes to represent their brand: Race performance, regular race participation, social media presence, and community involvement.

If you are interested in seeking corporate sponsors, start by reaching out to companies whose products you already use and believe in. For instance, if you were fed up with drinking lukewarm water on long bike rides and switched to insulated Polar Water Bottles and think it's the best thing since sliced bread, then reach out to Polar Bottles and let them know how you feel. If Hammer Gel is your go-to gel for supplemental fuel, then contact Hammer Nutrition. What company doesn't want a brand ambassador who is truly enthusiastic about their product?

Most company websites have a sponsorship link that details application requirements and deadlines. If this information is not easily found on the website, a general internet search may help, or you can contact the company directly via email or phone. Better yet, if you know an athlete who is currently sponsored by a company you'd like to align with, ask that person if they'd be willing to make an introduction or refer you to their contact.

When applying for a sponsorship, you'll likely be asked to provide a race resume and a tentative race schedule for the upcoming season, a detailed account of your social media presence, including any websites or blogs you maintain, the reason you're seeking a sponsorship, and why the company should choose you.

If you are selected for a sponsorship, you may be asked to sign a contract or agree to certain terms, such as participating in a minimum number of races, posting race pictures and results, manning the company booth at race expos, and not accepting any sponsorships that create a conflict of interest. For example, since I am sponsored by Xterra Wetsuits and SLS3, it would be a conflict of interest for me torace in a Quintana Roo wetsuit or wear 2XU cycling shorts.

Unless you are a professional athlete, you will not be monetarily compensated for your sponsorship. You may, however, receive free or discounted products and apparel, as well as discount codes to extend to friends, family and fellow athletes. So if you are in the market for a wetsuit, please use the code SA-KUHLER to receive 60 percent off, compliments of Xterra, and the promo code SLS325 will get you 25 percent off SLS3 race apparel.